The purpose of music videos (2)

The purpose of music videos

By Millie Newton

Introduction

Music videos are the artists take on their own song. The visuals presented on screen correlate to
what the artist means for the song. Each music video is different with unique aspects taking on their
ideas and creating a piece corresponding to what is sung. Even if it looks like the video and song
don't go together, there is a reason why everything is picked in a music video and everything has
some sort of meaning, even if it may not be the most relevant to the artist. Music videos are short
and match the pace of the song. A performer is able to sing while not requiring to sing live or in
person. Music videos and companies allow someone to indulge in their artists music without being
there in person, listening to their music gives the viewer a opportunity to watch something while
also listening to the music.

Promotion of the Artist and/or Director

The importance of promotion of the artist is highlighted through the style in which https://www.youtube.com/watch?v=GzYSzV7Mltc
the video is shot in. Having the background music/song match with the style of the ‘Crush Culture’ by Conan Gray
video allows a clear visual and ‘story’ to follow through to flow each visual.
Promotion of the artist intends for the artist to be included in such video such as
promotion of the director who is in charge of the overall concept of the music video
which gives a clear indication to the audience who was involved in the making of
the music video. The directors name will often appear before the video begins,
large, as well as the artist who will usually appear if the music video has dialog or
scenes before the music starts.

Conan Gray’s ‘Crush Culture’ is an example where an artist and director are both
the same person. In this case, he directed his own music video as well as writing
and producing his own music. For a small independent artist like him, having full
conduct over his own video set up is initial style of video which allowed for him to
claim that as his own. Conan Gray promotes his own work through the video and
this is important due to it gives insight into Conan’s work and how he likes to direct
his own videos. By having him both as the artist and director, establishes him as a
filmmaker and promotes a free style of work and a sense of independence due to
two big roles being taken on by just one individual.

Before the music even starts, in bold words, his name appears. This tells the
audience who the song is by and then the title director is displayed above his name
to indicate that he directed and produced this video. ‘Written, Directed and Edited
by Conan Gray’.

Promotion of the Artist

An example of promotion of the artist that isn't in the video can https://www.youtube.com/watch?v=UAWcs5H-qgQ
be seen in The A Team by Ed Sheeran. The video consists of one ‘The A Team’ by Ed Sheeran
girl throughout the whole video with Ed singing in the
background, not seen throughout. Because of Ed’s signature
voice and title screen, he is not needed in the video in order for
it to be promoted, the story line works without him being seen
at all.

Many artists who do not include themselves in the video want to
give a message or create a narrative in order to follow. The
message should impact the audience due to the immersive
atmosphere created which gives a clear picture into what is
being presented. The style still matches the video as seen here,
black and white pictures a serious message which can be seen
as more atmospheric and important compared to if you were
watching a coloured vibrant video. Each piece matches the
overall tone of the song. Since this is slow and melancholy, the
video represents this in a good way.

Artists Freedom

Artists freedom can depend of the popularity of the singer or group. Each artist has a level of say in what
they are producing. A smaller independent artist may have more freedom if not attached to a company name
yet, self producing videos can then come under their own freedom. Bigger artists may not have the same
experience though. Singers like Britney spears, has been controlled her whole life by her management. This
ranges from music videos, songs to even what she is and isn't allowed to do. For being in a 13-year
conservatorship, her restrictions were high. She is a prime example of an artist who didn't have any reign
over her career. Being forced on stage and to participate in activities out of her own will, she was forced into
this world. Many bigger artists face this, being forced into not just music videos but activites out of their own
will from labeling companies and even family at times.

“Britney Spears has described the termination of a legal arrangement that controlled many aspects of her
life for 13 years as "the best day ever".

Producers strategies - Major Labels

In the music industry, there are different levels performers and https://www.youtube.com/watch?v=VY1eFxgRR-k
artists are at depending of their popularity in the public eye. A ‘Back To You’ by Selena Gomez
mainstream artist such as Selena Gomez will have a whole
team behind her of promoters, producers and management. For
her music, streamed normally on YOUTUBE, her budget is a lot
higher than those who are independent. The music video Back
To You, makes use of locations and elaborate costumes and
props. Everything involved is high end and is inspired from the
1965 French New Wave film Pierrot le Fou. gaining access to
certain props and locations needs a level of high budget which
Selena can afford due to her status in the music industry. Some
parts of the video could be green screened which means having
access to a set and then professional editors to edit in the
required scene. Money goes into this and those without this
may not be able to achieve the high budget, hollywood look
that those with status can.

Producers strategies - Independent Artists

Those who are just starting out do not always have the same https://www.youtube.com/watch?v=cE6wxDqdOV0
level of status or finance to those who have a larger production ‘Video Games’ by Lana Del Rey
teams and are well known in the music industry. Instead,
independent artists will release a music video which is paid for
by their independent record label. Key factors in an
independent music video may include a home look. This is can
be reflected in Lana Del Rey's Video Games music video where
a lot of her own shots look, phone quality and self shot
compared to high end cameras and a professional team to
edit. The video is self made but with the budget of the record
label to help out in some aspects of finance. When Lana is
signing, her shots are phone captured and at the angle of her or
someone else recorded from said phone. This is then
accompanied with found old footage which could be paid for, if
copyright is present, with the money from the record label

Extension of income

Funding comes down to how popular an artist is and their relationship with the audience. A wider
acknowledged artist may be able to fund their music video out of their company agreement. The amount of
funding you achieve will depend on how extravagant you are able to go with your video. A wider budget may
allow an artist to gain access to big studios and technical equipment to achieve a more high budget look.
Those who are more independent or up coming artists, most likely will not have the same access to
equipment and facilities as to those who are established with higher budgets. These smaller artists may turn
to other means such as setting up a go fund me, which is a website you can use to promote your production
in order to receive funds from the public. This can also be compared to crowdfunding which is a prime
example of a way to raise funds with slim to no financial risks, while also being able to attract attention and
a community of fans while raising funds. Successful crowdfunding comes from a set deadline (normally 6
months before the launch of the music video or other form of media) and the more promotion you create,
increases the videos fundraising to allow the piece of media to upgrade its campaign and find investors.

Self Produced Artists https://www.youtube.com/watch?v=viimfQi_pUw
‘Ocean Eyes’ By Billie Eilish
Billie Eilish Ocean Eyes is an example of a self produced
artist who debuted in 2016. Her ocean eyes video was the
debut to her take off into becoming who she is now today.
She clearly demonstrates the self produced strategy with a
low budget music video and a clearly self produced song,
made on soundcloud. She posted the song on SoundCloud
where it organically went viral, generating over a million
plays. Billie was originally only working with her brother in
order to produce this and kick started her career.
According to her brother, it was wrote by him and then
sung by her in order to give the song more visual and
pleasing tones compared to if a male would sing it, this
chance created her career. Making her the biggest and
most well known self produced artist to be made over such
a short span of time.

Self Produced Artists Disadvantages

Advantages ● Limited for money if you don't have access to
certain props and costumes and even locations,
● More freedom with what you are creating. Total limiting what you can do.
creative control
● Not under a label so it can be hard in order to be
● You are able to master the rights to your own noticed if you aren't already.
music and video in order to give you full claim
over what you are creating. ● Could be open to copyright or stealing due to the
easy copy and paste of ideas now in the industry
● You don't have lawyers or contracts you need to
sign or pay up too making it easier to manage on ● Once you have made your debut it's difficult to be
your own taken seriously, especially if this style has not been
in the public eye for a while
● You are your own business perso, making it
important to run your own business.

Extension of outlets

Once an artist has made their music video, it is then important to share that to the public by publishing it on
streaming platforms and creating hand held copies, available for purchase. Places like HMV, Record shops
and music facilities will have music from artists in CD, vinyl, Disc form. These are then intended for someone
to purchase as a hand-held copy, intended to use in another device. This method promotes an artist through
new singles being displayed in stores and gives a fan the opportunity to buy a ‘souvenir’ from their favorite
artist to display and play in their home. YOUTUBE is another way for a artist to promote their music. Usually
an artist will release their music through a streaming service such as, youtube, which will then gain
popularity and hype from those who stream the music. Music is a great way for any artist, big or small to
release music videos, as it's a free platform which gives you promotion free of risk which allows someone to
keep releasing new content free of charge. A disadvantage of this method is if you are an up and coming
artist with not much publicity around you, you are fighting for the spotlight and this runs the risk of your
music being washed out by bigger artists if released at the same time. Timing is key and to make sure you
are gaining the attention for the right reasons.

Synergistic marketing

Synergistic marketing is a promotion based product or production which allows a https://www.youtube.com/watch?v=fq8ZkL3-8Kg
brand or a trademark to be put onto a product with legal licencing. Two parties ‘Still Don't Know My Name’ by Labrinth
are involved in a licensing agreement which promotes both products to an
intended audience. An example of this can be seen in the music video to ‘still don't
know my name’ by labrinth. In the video, labrinth himself appears at the start and
then clips from the show ‘Euphoria’ are montaged into the music video. His song
was intended to promote the show and used in a way to market it from his music
chanel and display this through a music video. The creators of the show would
have paid a fee in order to have the promotion or it can even be the other way
round, labyrinth was approached and agreed to market himself by making the
soundtrack to the show. Depending on which way round it was orchestrated, the
two parties have collectively trademarked their rights for the show and music
behind it.

Soundtracks give the show/film/video life and give it a trademarked, well known
sound. Having a key soundtrack allows people to recognise the franchise as being
what it is. From euphoria, songs like still don't know my name give the show a
recognisable theme in order to identify it among other shows. Merchandise is then
the shows or artists work and promotion through items which people can buy
from the artist in order to support their favorite show. Many shows will have
merchandise as it also builds revenue for the artist.

https://shop.hbo.com/collections/euphoria

Conclusion

Music videos hold a purpose in order to create a story for the audience to follow. A clear visual and
purpose is dedicated into the time and effort an artist goes through to create something intended for
a impact to hit the audience. All music videos hold a meaning which the artist feels passionately
about, letting the audience also feel the impact which is intended. Each video, depending on the
budget will have its own unique take on the music. Those artists then grow and gain publicity to go
on to make more high end budget videos intended for their audiences preferences and concept of the
music written. Artists provide a clear visual and take on their music to fit into a category and attract
audiences of that genre, increasing popularity.

Reference

https://www.bbc.co.uk/news/entertainment-arts-59217825 [Britney Spears 13-year
conservatorship, 13 November]

https://selenagomez.fandom.com/wiki/Back_To_You [Back to You, Fandom, Date not provided,
Name not provided]

http://btecmediaen2.blogspot.com/search/label/I.%20Assignment%208%20-%20Music%20Video
s [BTEC National Sub Dip, 90-Credit and Dip in Creative Media Production (Film & TV) - Year 2]

https://shop.hbo.com/collections/euphoria [HBO Shop, 2021,Snow Commerce, Inc]

https://genius.com/Billie-eilish-ocean-eyes-lyrics [Billie Eilish Ocean Eyes, 2021 Genius Media
Group Inc]